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Social Class 15.10.09

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Influences on the Consumer Purchase Decision Process ,[object Object],Marketing mix influences ,[object Object],[object Object],[object Object],[object Object],Promotion Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behaviour Consumer Decision Process Psychological Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sociocultural Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SOCIAL CLASS & CONSUMER BEHAVIOR
Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Class Affects Access to Resources ,[object Object],[object Object]
Social Class Influence ,[object Object],[object Object],[object Object]
3 Types of Social Influence ,[object Object],[object Object],[object Object]
Components of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Standing Influences Behavior
The Consumption Patterns of Specific Social Classes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Social Class System The Upper Class (2%) ,[object Object],[object Object],The Middle Class (45%) ,[object Object],[object Object],[object Object],[object Object],The Lower Class (54%) ,[object Object],[object Object],[object Object],[object Object]
Advertisements Appealing to Different Classes
Advertisement Catering to Different Classes contd…
Advertisements Appealing to Different Classes Contd…
Contd..
Social Mobility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Upward-Pull Strategy
Examples of mobility ,[object Object]
Mobility ,[object Object],Upward Shift A good example can be the Maruti 800 Ad camp. Of Rs 2599 which appeals to all the two wheelers and the lower middle class people , who are looking for an upward mobility in Status moving from a scooter to a Car
Measuring Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Social Class (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Complex Variance Within a Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Income & Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Income ,[object Object],Consumer Demand Ability to Buy Willingness to Buy Market Potential
Discretionary income ,[object Object]
Sociocultural Influences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Postpurchase behaviour INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households Copyright © 2000 McGraw Hill Ryerson Limited
Lifestyle & VALS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The VALS segmentation system: An 8-part typology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Stratification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Stratification Typically defined by family background, occupation, and income. Class: some social mobility Caste: Virtually no mobility Class Consciousness: May play a role in a firm’s operations
[object Object],Social Stratification
Functional Necessity of Stratification ,[object Object],[object Object],[object Object],[object Object]
Functional Necessity of Stratification ,[object Object],[object Object],[object Object],[object Object],[object Object]
Nature of Social Class ,[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Social Class ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Social Mobility
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Indian Society – ‘ Then ’
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Indian Society – ‘ Today ’
A] Working Class ,[object Object],[object Object],[object Object],[object Object]
B] Techno Class ,[object Object],[object Object],. . .
[object Object],[object Object],[object Object],[object Object]
Social Class Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Class Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Coleman and Rainwater Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Coleman-Rainwater View Upper-Lower Upper-Middle Middle Working Class Lower Lower-Lower Upper-Upper old family names accepted new money collegiate credentials expected white-collar associations blue-collar life style below the mainstream the welfare world
India follows a 5-Tier System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Annual Income 2,15,000 2,15,000–45,000 45,000-25,000 25,000-16,000 16,000 & Below
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Growing Indian Middle Class
Measurement of Social Class ,[object Object],[object Object],[object Object],[object Object]
Variables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Operationalizing Household Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values
Operationalizing Household Social Class Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values
Social Structure Mobile Managers Hard to Build Teams Lack of Loyalty Entrepreneurship Individual Western Lack of Entrepreneurship Lifetime Employment Identity Group Eastern Nonmobile Managers Group two or more individuals with a shared sense of identity
Every Society ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Class vs. Caste ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CASTE IN INDIA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Occupations and Class ,[object Object],[object Object],[object Object],[object Object]
CLASS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CLASS ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Class 15.10.09

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  • 2. SOCIAL CLASS & CONSUMER BEHAVIOR
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  • 11. Advertisements Appealing to Different Classes
  • 12. Advertisement Catering to Different Classes contd…
  • 13. Advertisements Appealing to Different Classes Contd…
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  • 26. BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Postpurchase behaviour INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households Copyright © 2000 McGraw Hill Ryerson Limited
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  • 30. Social Stratification Typically defined by family background, occupation, and income. Class: some social mobility Caste: Virtually no mobility Class Consciousness: May play a role in a firm’s operations
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  • 51. Coleman-Rainwater View Upper-Lower Upper-Middle Middle Working Class Lower Lower-Lower Upper-Upper old family names accepted new money collegiate credentials expected white-collar associations blue-collar life style below the mainstream the welfare world
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  • 56. Operationalizing Household Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values
  • 57. Operationalizing Household Social Class Social Class Occupation Education Income Residence Age of Head(s) of Household Household Structure Prestige Association Values
  • 58. Social Structure Mobile Managers Hard to Build Teams Lack of Loyalty Entrepreneurship Individual Western Lack of Entrepreneurship Lifetime Employment Identity Group Eastern Nonmobile Managers Group two or more individuals with a shared sense of identity
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